How do you think about competitive from a PLG/self-serve standpoint and where its most effective?

The fundamentals of customer-first competitive positioning do not change with the business model. All competitive positioning should use the following framework:

1. What’s the customer’s pain/problem?

2. How are existing vendor (specific to your segment, i.e., self-service) aiming to solve this problem?

3. Why is each vendor's approach beneficial to the customer?

4. How does your product solve the customer’s problem? This is where your differentiator should come out.

5. Why is your approach better for the customer’s problem? 

It's a great question. So much of my thinking on competitive positioning focuses on enabling my sales teams to be able to differentiate in competitive sales cycles. But what if your company relies on a product-led / self-serve see/try/buy/adopt GTM?

I still think you need the same level of synthesis on what makes you unique or comparatively better than competition, but the activation is different. Instead of competitive battle cards for a sales team, you need to be thinking about standing up public us vs. competitor web pages on your site, getting them indexed by search and paying for paid search placement until you climb up the organic rankings.

Instead of NDA-protected customer story slides in sales decks, you need to be thinking about public case studies that include specifics on why your customer chose your product over competitors, which competitors you replaced, the use cases in which they're using your product, and the value they've realized.

Instead of customer reference calls, you need to be thinking about peer reviews and leveraging product usage telemetry to nurture your most active, sticky customers and ask them to submit peer reviews or advocate on your behalf, perhaps speaking at relevant industry events and conferences about their use cases and how they chose your product to enable them.

In the free tier of your product or your free trial, you need to be thinking about in-product messaging and experiences that showcase how your products uniquely enable the use cases your customers care the most about. Embedding prescriptive demo videos, tutorials/how-tos, and substantive customer stories/proof in context can go a long way toward answering the question "why us?", even if your prospects never interact with a sales rep.